Gotta catch 'em all! is the English slogan of the Pokémon franchise, including the English language Pokémon video games. The Japanese equivalent is Get Pokémon! (Japanese: ポケモンゲットだぜー！Pokémon get da ze~!, also spelt ポケモンＧＥＴだぜー！)

The first pair of Pokémon games released in North America, Pokémon Red and Blue, were labeled with the catchphrase below the Pokémon logo. Their sequels, Pokémon Gold and Silver, and later, Pokémon Crystal, had the catchphrase in the same position. Pokémon Yellow was the only exception, instead advertising that it was the "Special Pikachu Edition" of the game below the logo. The slogan was then retired for all subsequent games. Despite the slogan being brought back after the release of Pokémon X and Y the phrase has not reappeared on the box art akin to the earlier generations.

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In the anime

The most obvious reference to the catchphrase in the anime was introduced in the first episode by Ash Ketchum himself. Promising that he would catch all of the Pokémon in the world, Ash set off on his journey. However, up to the current point in the anime, Ash has only progressed to 66 captures of Pokémon, just over 9% of the total number of Pokémon known as of Generation VI. Moreover Ash does not at all focus on catching as many species as he can; he even expresses distaste for Gary's training method of "catching them all". The motto also seems to be a pun for Pokémon photographers, as Robert's grandfather "caught them all" and Todd "catches" Pokémon.

The slogan was referenced in the English-language version of Pokémon: Destiny Deoxys when Brock says the phrase when collecting food from a haywire robotic vending machine during a power outage (with "them all", in this instance, being hot dogs).

The retirement was possibly due to the large amount of Pokémon now required to capture to complete the National Pokédex, 719 as of Generation VI. It may as well have been due to the incompatibility between the Generation II and Generation III games, as all of the Pokémon known as of the third generation were not available between Ruby and Sapphire, unlike what had been the case with Red and Blue and Gold and Silver.

The slogan may also have been taken out of use since it was a target of critics of the game and franchise (with some saying the phrase was an equivalent to, "Gotta buy 'em all").

An English-language Diamond and Pearl commercial was released that features the phrase in the United States. It is also used as the slogan for the Catch That Pokémon Show in Pokémon Diamond and Pearl. This did not, however, mean that the slogan made a permanent return, rather it was just a reference to the then defunct slogan.

On the Pokémon Black and White official website, the slogan is referenced in the "Pokémon" section of the site. A link to the new Pokémon is labeled with the phrase "See 'Em All."

The new logo

On September 14, 2013, the phrase was once again used in a trailer that was accidentally leaked on the Pokémon YouTube channel and advertised a new website called "www.gottacatchemall.com" - a website offering people in the United Stares a chance to win Pokémon X and Y related prizes in the sweepstakes from September 16 until October 12, 2013. The site requires the first name of the user, their respective e-mail address, a username and the code "XY1012" to open. The site scattered various codes around various sites on the internet as "Easter eggs" to unlock Poké Balls on the website, and thus, a "Pokémon, a digital gift, and a chance to win". The site now has a new logo for the phrase "Gotta catch 'em all!". The new logo is now used for all videos on The Pokémon Company International's YouTube channel, along with a Pikachu saying "Pika!".

In most of the games, the reward for catching all the Pokémon available in the game was a diploma, proof of the feat. However, from the beginning, rumors appeared about a greater reward for attaining the ultimate goal of catching them all. Specifically, in Red and Blue, rumors circulated that after the player had caught the 150 Generation I Pokémon, if they showed their full Pokédex to the Game Freak employees in Celadon Condominiums, they would be rewarded with the elusive 151st Pokémon, Mew. These rumors, however, were false, as the only reward offered for capture of 150 Pokémon was the Diploma; Mew was only officially available through Nintendo-sponsored events, though otherwise available through the Mew glitch.

The same was true of the Generation II games, where showing a 249-Pokémon Pokédex (minus Celebi and Mew) would have the same developers give the player another diploma. With the retirement of the slogan, Pokémon Ruby and Sapphire only required the player to complete the 200-Pokémon Hoenn Pokédex (lacking Jirachi and Deoxys) to receive a diploma, though the 386-Pokémon National Pokédex still remained as a goal for players who wanted bragging rights.

In the Generation IV games, by the time the Elite Four and Champion are defeated, the player will have seen almost all of the Pokémon in the Sinnoh Pokédex, if not all 150; it is possible to do this even before entering the Hall of Fame. The reward for this is the National Pokédex, allowing the player to go on a true quest to actually catch them all once more, though this feat requires catching more than three times as many Pokémon as it would take to complete the Sinnoh Pokédex. Catching 482 (or 484 in HeartGold and SoulSilver) of the 493 Pokémon—Mew, Lugia*, Ho-Oh*, Celebi, Jirachi, Deoxys, Manaphy, Phione, Darkrai, Shaymin, and Arceus are not required—results in the awarding of another diploma.